Japan Cosmetics Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)

The report covers Japanese Skin Care Products & Beauty Trends and the market is Segmented by Product Type (Personal Care Products and Cosmetics/Make-up Products), Category (Premium Products and Mass Products), and Distribution Channel (Specialist Retail Stores, Supermarkets/Hypermarkets, Convenience Stores, Pharmacies/Drug Stores, Online Retail Channels, and Other Distribution Channels). The report offers the market sizes and forecasts in value (USD million) for the above segments.

Japanese Beauty and Personal Care Products Market Size

Japan Beauty and Personal Care Products Market Summary
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Study Period 2016-2027
Base Year For Estimation 2022
Market Size (2023) USD 31.16 Billion
Market Size (2028) USD 35.90 Billion
CAGR (2023 - 2028) 2.87 %
Market Concentration Low

Major Players

Japan Beauty and Personal Care Products Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Japanese Beauty and Personal Care Products Market Analysis

The Japan Beauty and Personal Care Products Market size is expected to grow from USD 31.16 billion in 2023 to USD 35.90 billion by 2028, at a CAGR of 2.87% during the forecast period (2023-2028).

Japan is one of the largest markets for cosmetics and personal care products globally. Japanese consumers are extremely sophisticated and well-informed regarding the chemical formulations in hair products. Natural ingredients and organic formulations are witnessing high demand in the market, which is driving key manufacturers to launch products with natural/clean product labels. Popular items for Japanese consumers are high-performance products, quick-acting skincare products, and crossover products with multi-appeal attributes. Japanese consumers have the highest per capita expenditure on cosmetics, including skin care products, which is boosting the growth of the beauty and personal care market in the country.

Furthermore, the rise in penetration of online distribution channels and e-commerce websites like Amazon, Rakuten, Yahoo, and many local websites provide multiple cosmetics and personal care options that grab the attention of consumers. The development of skincare innovations is continuously happening in Japan. The market players are innovating technologies for personalized beauty products. For instance, in October 2022, the AS Watson Group launched "SkinlifeLab," an innovative skin analysis tool that creates highly personalized skincare product recommendations based on customers' selfies.

Japanese Beauty and Personal Care Products Market Trends

This section covers the major market trends shaping the Japan Beauty & Personal Care Products Market according to our research experts:

Rising Demand for Natural Cosmetics and Skincare Products

The demand for natural skin care products has increased significantly in the past few years in Japan. The growing interest of consumers in the use of natural ingredients in cosmetics and skin care products has led to various product innovations. The benefits that these natural ingredients have has been recognized and utilized to cater to changing customer demands. Companies like Unilever, Shiseido, and many others are functional with their prompt research and development to create new products for customers. In June 2021, Shiseido introduced a sustainable skincare brand named Baum in Japan. The company suggested that 90% of the formula for the products of this brand was derived from trees. The development of e-commerce is also one of the reasons for the cosmetic market's growth in the region. Different brands of organic cosmetics are available on e-commerce websites like Amazon, Rakuten, Yahoo, Lahaco, and many more. Because of this, consumers can get options for cosmetic products.

Organic Skin Care Market: Import value cosmetics, By Country, 2021

High Expenditure on Advertising and Promotions

Japanese companies are very much active when it comes to the advertising and promotions of their products. The market players are actively and vigorously advertising their products to stay in the competition and grab consumer attention. Japan has a high number of young people who uses social media platforms like Instagram, Youtube, Facebook, TikTok, Twitter, Line, and many more. The companies promote cosmetics and other beauty products via these platforms and gain consumer attention. Traditional advertising media like television and newspapers are also used. According to Dentsu Inc.'s report of advertising expenses in Japan from 2021, cosmetics advertising expenses increased by 5.3% and accounted for 9.7% of the total advertising expenditure. According to the report, advertising of cosmetics for women, toothbrushes, and makeup removers has increased in the last five years.

Beauty and Personal Care Products Market - High Spendings on Advertising and Promotions (billion Japanese yen), 2018-2021

Japanese Beauty and Personal Care Products Industry Overview

The beauty and personal care market in Japan is a highly competitive market. The market is fragmented and led by numerous global and local players. The major players, such as Shiseido company, Mandom Corporation, Loreal, Procter and Gamble, Unilever, and others, are actively driving the market in the nation with their constant efforts to provide consumers with innovative products. The strategies adopted by active companies include product launches, followed by the acquisition of small players so as to hold a major share of the market in the country.

Japanese Beauty and Personal Care Products Market Leaders

  1. Shiseido Company

  2. Mandom Corporation

  3. Unilever PLC

  4. L'Oreal S.A.

  5. Procter & Gamble Company

*Disclaimer: Major Players sorted in no particular order


Japanese Beauty and Personal Care Products Market News

  • September 2021: Kao Corporation launched a new sheet mask called Smile Performer. The sheet mask claims to add radiance and bounce to the skin, which creates a smiling impression.
  • April 2021: Kao Corporation, through its subsidiary Kao Salon Japan, launched its hair salon brand named Oribe in Japan. The brand consists of 23 product line-ups that were made widely available in Japan.
  • February 2021: The Shiseido Company launched a new range of men's skincare and makeup products called " Shiseido Men." This series featured cosmetics in addition to skincare items like "SHISEIDO MEN UltimuneTM Power Infusing Concentrate."

Japanese Beauty and Personal Care Products Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definitions

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Product Type

      1. 5.1.1 Personal Care

        1. Hair Care

          1. Shampoo

          2. Conditioners

          3. Other Products

        2. Skin Care

          1. Facial Care Products

          2. Body Care Products

          3. Lip Care Products

        3. Bath and Shower

          1. Shower Gels

          2. Soaps

          3. Other Products

        4. Oral Care

          1. Toothbrushes

          2. Toothpaste

          3. Mouthwashes and Rinses

          4. Other Products

        5. Men's Grooming Products

        6. Deodrants and Antiperspirants

      2. 5.1.2 Cosmetics/Make-up Products

        1. Colour Cosmetics

          1. Facial Make-up Products

          2. Eye Make-up Products

          3. Lip and Nail Make-up Products

          4. Hair Styling and Coloring Products

    2. 5.2 By Category

      1. 5.2.1 Premium Products

      2. 5.2.2 Mass Products

    3. 5.3 By Distribution Channel

      1. 5.3.1 Specialist Retail Stores

      2. 5.3.2 Supermarkets/Hypermarkets

      3. 5.3.3 Convenience Stores

      4. 5.3.4 Pharmacies/Drug Stores

      5. 5.3.5 Online Retail Channels

      6. 5.3.6 Other Distribution Channels


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Unilever PLC

      2. 6.3.2 Procter & Gamble Co

      3. 6.3.3 Kao Corporation

      4. 6.3.4 Mandom Corporation

      5. 6.3.5 Lion Corporation

      6. 6.3.6 Shiseido Company

      7. 6.3.7 L'Oreal SA

      8. 6.3.8 AS Watson Group

      9. 6.3.9 SK-II

      10. 6.3.10 Makanai

    4. *List Not Exhaustive

**Subject to Availability

Japanese Beauty and Personal Care Products Industry Segmentation

Beauty and personal care products are applied to the human face and body to enhance their appearance by means of beautifying, cleaning, makeup, and decorative cosmetics. The Japanese beauty and personal care products market forms a large market, catering to a variety of skincare and cosmetics products. The market is segmented based on product type, category, and distribution channel. The segmentation based on product type includes the personal care market and cosmetics/make-up products. The personal care market is further segmented into facial care, lip care, and body care, and by cosmetics and make-up, the scope includes facial make-up products, eye-makeup products, lip and nail make-up products, and hair styling products. By category, the market is segmented into premium products and mass products. The segmentation by distribution channels includes specialist retail stores, supermarkets/hypermarkets, convenience stores, pharmacies/drug stores, online retail channels, and other distribution channels. For each segment, the market sizing and forecasts have been done based on value (in USD million).

By Product Type
Personal Care
Hair Care
Other Products
Skin Care
Facial Care Products
Body Care Products
Lip Care Products
Bath and Shower
Shower Gels
Other Products
Oral Care
Mouthwashes and Rinses
Other Products
Men's Grooming Products
Deodrants and Antiperspirants
Cosmetics/Make-up Products
Colour Cosmetics
Facial Make-up Products
Eye Make-up Products
Lip and Nail Make-up Products
Hair Styling and Coloring Products
By Category
Premium Products
Mass Products
By Distribution Channel
Specialist Retail Stores
Convenience Stores
Pharmacies/Drug Stores
Online Retail Channels
Other Distribution Channels

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Japanese Beauty and Personal Care Products Market Research FAQs

The Japan Beauty and Personal Care Products Market size is expected to reach USD 31.16 billion in 2023 and grow at a CAGR of 2.87% to reach USD 35.90 billion by 2028.

In 2023, the Japan Beauty and Personal Care Products Market size is expected to reach USD 31.16 billion.

Shiseido Company, Mandom Corporation, Unilever PLC, L'Oreal S.A. and Procter & Gamble Company are the major companies operating in the Japan Beauty and Personal Care Products Market.

Japanese Cosmetics Industry Report

Statistics for the 2023 Japanese Cosmetics market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Japanese Cosmetics analysis includes a market forecast outlook to 2028 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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